Amazon Launches Happy Belly Milk & Dairy

Online giant Amazon has introduced its first non-Whole-Foods private brand milk and dairy products. The move appears to be a commitment to private brand in its Amazon Fresh. Which delivers in metro areas like New York, Seattle, and Chicago.

The private brand milk and dairy products identified by Amazon tracker TJI include:

  • Happy Belly Dairy Whipped Topping, 13 Ounces
  • Happy Belly Dairy Whipped Topping, 6.5 Ounces
  • Happy Belly Half & Half
  • Happy Belly Heavy Whipping Cream, 16 Ounces
  • Happy Belly Lactose-Free 1% Low Fat Milk
  • Happy Belly Lactose-Free 2% Reduced Fat Milk
  • Happy Belly Lactose-Free Fat-Free Milk
  • Happy Belly Lactose-Free Whole Milk
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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.